Lamborghini, the automotive bull of the roads is recognisable for more than its sharp design, bold colours and luxury features.
The supercar does not only stand out visually but is distinctly recognisable for the loud roar of the engine, indicating ‘power, speed and performance’, especially among car enthusiasts.
However, in a bid to catch up as the world moves towards a sustainable future, this roar may soon be silenced as Lamborghini CEO, Stephan Winkelmann confirms firm-wide plans for an all-electric future.
On Tuesday, Lamborghini unveiled its all-new Urus SE, a hybrid version of the sports SUV, in Dubai. The unveiling took place as part of a global launch campaign under the slogan ‘two hearts’ as an ode to the hybrid performance of the vehicle.
At an exclusive media event, Winkelmann said, “When we started the project, not everybody believed that this could be a success story for Automobili Lamborghini. We proved them wrong. It is the biggest success story in terms of sales in the history of Lamborghini.”
Without confirming actual numbers, the CEO revealed that the investment to develop these models is the “biggest ever in the history of Lamborghini.”
The CEO further confirmed that following the launch of the Urus SE, the fan favourites Urus S and Urus Performante will be discontinued.
“For the time being the Urus SE is the only car we will have at the beginning of next year,” said Winkelmann, confirming that the other two models of the range “will be stopped.”
Silent Lambos?
As part of the wider strategy towards decarbonisation and sustainability, Lamborghini is currently in the stage of hybridising its line-up of cars. “Now we have the Urus SE and later in the year we will also have the Hurracan follow-up,” Winkelmann revealed.
“All these cars will be hybridised, that is the first step,” he said, affirming that Lamborghini is “looking into the idea to keep the hybridisation alive as long as possible.”
Lamborghinis are synonymous with the thunderous roar of their engines, a feature of preference among car enthusiasts. Introducing electrified models means aiming to deliver comparable, if not superior features.
“Lamborghini’s sharp lines, roaring engines, and an authoritative presence on the road have helped the brand develop into an embodiment of the highest level of automotive excellence. Similar sentiments can be experienced in the UAE, where luxury cars are a passion and enthusiasts from all over the world cherish the brand,” Rakan Turki, Chief Executive Officer for Lamborghini Abu Dhabi and Dubai said in an interview with Arabian Business, in October.
There have been several reports of electric vehicle makers exploring the creation of synthetic engine sounds that users can download and activate, aiming to replicate the familiar sensation of a gas-powered vehicle. This initiative stems from discussions among car enthusiasts.
“Characterised by quietness, the electric car driving experience has sparked discussions on the need for innovative sound design, providing automakers an opportunity to explore and enhance the auditory elements associated with electric cars,” car manufacturer, Hyundai said in a statement on its official blog.
“The ability to control and customise the sounds, both within and outside the vehicle, opens up new avenues for creating a more engaging driving experience, addressing some of the criticisms aimed at electric cars,” the blog post further read.
Other car manufacturers have also been addressing the dilemma for several years, not only does the lack of sound take away from the traditional audible association to a car engine, but experts argue that this might actually be dangerous.
“It might seem paradoxical to add a sound to an electric vehicle that is, by its very nature, silent and, therefore, virtuous on a sonic ecology level. However, safety requires it,” said Stephane Laroche, Renault Group.
“With no external warning sound, pedestrians can’t hear electric vehicles approaching at low speeds. Drivers also tell us that they need to be audible in all circumstances, especially in town,” he added. This led to the development of a technology called Vehicle Sound for Pedestrians (VSP) which is an external warning sound for pedestrians on Renault’s electric vehicles (EV).
“What strikes you when you are in an electric car is the silence. We want to disguise this silence with a voice,” said Laurent Worms, Audio Strategy Manager, Renault Group. Several other noise and sound technologies are in development by numerous manufacturers in the industry as the world takes a stride towards a sustainable future.
Winkelmann addressed the potential of an all-electric future saying, “Electrification is less a consumer-driven market but more a legislative-driven market, and somebody has to decide if the two things are going to match.”
However, he acknowledged that it is a “tough obligation” for the company because Lamborghini only produces in limited numbers as compared to mass consumer car manufacturers and with this move, those limited models have to be homologated in every market globally.
Lamborghini in the Middle East
The Middle East market accounts for around five to six percent of the global volumes making it the number six market for the firm.
“The new Urus SE sets a new standard in the super SUV hybrid segment in the key Middle East market. The Urus SE is best-in-class and harmoniously combines different qualities, ensuring an experience like no other. We are delighted to be bringing this very special model to our valued clientele in the region,” Paolo Sartori, Regional Manager, Lamborghini, said.
With the Urus SE, we’ve taken another step towards the future in line with our Direzione Cor Tauri strategy, moving ahead with the electrification of the range and the path toward decarbonisation that began with the introduction of the Revuelto super sports car in March 2023,” the CEO concluded.
The Urus SE will be available in the region at a 10 percent hike from its predecessor which retails at approximately AED1,000,000 in Dubai, with the final price subject to additional personal customisations and specs.
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